Lifestyle Trend: Beyond Landmarks: Why Culture-Led Travel Is Defining New Destinations | Travel News You Should Know

Last Updated:February 13, 2026, 19:43 IST

Cultural tourism is reshaping travel as food, art and local stories guide destination choices. Here’s why immersive, experience-led journeys are replacing sightseeing.

Food, creativity and community are driving where people travel next.

Travel isn’t about ticking off monuments anymore. It’s about the feeling you carry home. The café where the owner remembers your order, the neighbourhood bakery with a 50-year-old recipe, the craft studio tucked into a side street, the local who tells you a story no guidebook ever could – these are becoming the real reasons people pack their bags. Cultural tourism, once a niche interest, has quietly become the main character, reshaping how travellers choose where to go and how long they stay.

“Cultural tourism is no longer niche, it’s becoming the primary way people choose where to go. Food, art and local stories offer something sightseeing never could: emotional connection,” says Pia Shivdasani, Co-founder & CMO of NowYouKnow.

Echoing that sentiment, Lubaina Sheerazi, Co-founder of The Gypsy Travel Network, notes, “Travel today is less about what you see and more about how deeply you connect with a place.” From an industry lens, Jyoti Mayal, Chairperson of Tourism & Hospitality & Skill Council, observes, “Cultural immersion is now a decisive factor in destination choice, shaping not just where people go but how they experience a place.”

Food As The First Passport

If there’s one universal entry point into culture, it’s food. Shivdasani points out that travellers are planning entire itineraries around neighbourhood thalis, bakeries, and family-run cafés. A dosa in Bengaluru or a seafood curry in Kochi isn’t just a meal – it’s geography, history and memory served on a plate.

Sheerazi agrees that food carries identity in the most accessible way. “A plate of local food often leaves a stronger impression than a monument,” she says. It explains why culinary trails, market walks and home-dining experiences are replacing formal restaurant checklists.

Art, Craft, And The Everyday City

Beyond the table, travellers are chasing creativity. Ceramic studios, textile clusters, independent galleries and bookshops are becoming destinations in themselves. What was once considered an ‘add-on’ is now the highlight.

For Shivdasani, these spaces offer intimacy. “A street becomes a design reference. A conversation with a local becomes the most memorable part of the trip,” she explains. It’s less about spectacle and more about stepping into the everyday rhythm of a place.

This also reflects a broader behavioural shift. As Sheerazi notes, younger travellers – especially Gen Z and millennials – are choosing destinations with cultural depth and authenticity. They want stories, not just scenery.

Why India Has An Edge

Few countries are as naturally positioned for this shift as India. Every region holds a distinct culinary identity, craft language and architectural style. Mayal believes this diversity offers a powerful opportunity. She notes, “By putting local communities, chefs, artisans and guides at the centre, destinations can move from sightseeing to storytelling.”

For the tourism ecosystem, this also means building skills, service excellence and sustainable participation so that cultural travel benefits the communities hosting it.

The Future Is Slower, Deeper, More Human

Cultural tourism ultimately signals a return to intentional travel – one rooted in learning, tasting and listening. It rewards places that preserve character over gloss and encourages travellers to engage rather than consume. As this mindset grows, the most compelling destinations won’t be the ones with the tallest landmarks, but the richest stories.